Chapter 273: Endorsement Strategies

After reporting the product name and slogan, this proposal was essentially approved.

Earlier, when Nie Fei outlined the requirements, she mentioned that the core focus was still on the product name and slogan, while using an endorser was still under consideration.

The overall project promotion budget is limited, so spending a lot on an endorser would mean cutting into other market budgets.

The reason they asked the ad agency to suggest endorsers was to consider this as a new brand, where celebrity endorsements could quickly boost its recognition.

…

For Xu Chen, though, the ‘endorser’ was the most important part of this report.

From the start, when he subtly guided Nie Fei to push the ‘Kunlun Mountain’ project internally, his goal was to secure an endorsement deal for Xie Bingran.

Back then, Xie Bingran’s finances were tight, and she hadn’t yet received the nearly 300,000 yuan in competition prize money, so Xu Chen wanted to help her earn money quickly by advancing this project.

…

Xu Chen didn’t rush into the report but first asked:

“May I ask if you have any preferred endorsers in mind, or if other ad agencies have suggested suitable ones?”

Nie Fei didn’t answer directly and instead glanced at Chen Jinru.

Chen Jinru nodded at her, signaling that it was okay to speak.

Only then did Nie Fei say:

“We don’t have a particularly favored endorser plan internally yet.

Among the proposals from ad agencies, the ones that seem somewhat suitable are male celebrities associated with ‘high-end’ vibes.

Including actor Chen Daoming, entrepreneur Wang Shi, director Zhang Yimou…”

Xu Chen thought for a moment and nodded slightly.

Chen Jinru added:

“These candidates can certainly evoke ideas of ‘high-end’ and ‘high quality’…”

He looked at Xu Chen: “What do you think, President Xu?”

Xu Chen didn’t answer straight away but said:

“Currently, for high-end domestic water brands, like imported ones such as Evian and Perrier…

Although they’re expensive, the real consumers aren’t just tycoons or high-net-worth individuals—it’s often young people or middle-class folks.”

Chen Jinru pondered: “What are you getting at, President Xu?”

Xu Chen: “Our product is positioned as ‘high-end mineral water,’ but our target consumers are still the general public.

Specifically, middle-class people who seek a higher quality of life…

Not just the truly wealthy. Of course, they’re important too, but focusing only on them would keep Kunlun Mountain’s market small.”

He paused, then continued:

“Choosing endorsers like Chen Daoming, Wang Shi, or Zhang Yimou might elevate the brand’s high-end image, but it won’t reach our core target audience.

That is, middle-income people who want relatively high-quality living…”

He thought a bit more and explained:

“Let me put it this way:

Chen Daoming, Wang Shi, and Zhang Yimou are perfect for car ads, like mid-size SUVs or sedans.

But how many cars sell in a year? How big is that consumer base?

If we’re selling mineral water to the same group, could Kunlun’s annual sales hit ten million yuan?

And there’s a bigger issue.

Many young middle-class professionals, especially women, might otherwise be potential customers for ‘Kunlun Mountain,’ but seeing endorsers like Chen Daoming or Wang Shi could turn them off completely…”

Chen Jinru took a drag from his cigarette and nodded seriously.

Clearly, he was taking it in.

Xu Chen went on:

“Picking an endorser for Kunlun Mountain snow mineral water is tough.

We need someone who brings a high-end association and fits the brand’s style, ideally linking to water products.

They should appeal to as many people as possible, especially our core consumers.

And it’s best if they highlight that Kunlun Mountain is a ‘new’ brand…”

Xu Chen paused, flipping through his PPT.

The projector screen started playing a promotional video.

And this video was naturally about Xie Bingran.

…

The latest National Games champion, the freshest national record breaker, shattering a thirteen-year-old mark.

Asia’s top force in women’s 100-meter hurdles, already at Asian Games medal level.

At just seventeen, she easily cleared the Olympic qualifying line…

China’s leading force in women’s short track.

And nearly the best in fifteen years to challenge Asian Games records and possibly reach the Olympic finals.

…

This promotional video was produced under Xu Chen’s supervision during Tiancheng’s victory celebration.

It featured edited clips from CCTV broadcasts and comments from the national track team’s head coach.

In the video, Xie Bingran’s shots were carefully selected to showcase her universally appealing image perfectly.

…

…

The video wasn’t long, totaling less than five minutes.

At the end, there was a line of text:

[China’s Short Track Peak Force: The Dark Horse Descending on International Stages]

Below it, several keywords were listed:

“Peak, Potential, Health, Appeal, Fans, Buzz, Olympics…”

Of course, the most important was ‘Xie Bingran.’

…

Sun Aimi, sitting next to Xu Chen, watched the video and stared in amazement.

She’s not into sports, but seeing Bing Ge in the video clearly shook her.

Nie Fei clenched her hands, a subtle excitement flickering in her eyes.

As Nike’s former Greater China brand director, though she’d left the sports world for a while, she still had ties to athletics.

Those feelings seemed to stir awake right then…

Chen Jinru took a puff and murmured:

“Athletes, champions… We never considered that direction.

We were too focused on celebrities!”

Xu Chen saw the mood was right and didn’t let Chen Jinru dwell on negatives; he pressed on:

“We’re a high-end mineral water, and the core benefit for users is better water leading to higher life quality!

Athletes, national champions, Asian champions… That’s the proof of life quality and physical fitness.

No endorser could better represent the health and state that Kunlun Mountain snow mineral water brings to consumers!”

“Kunlun snow mineral water comes from 6,000 meters above sea level—that’s the essence of high-end and peak.

A national champion, record breaker, future Asian Games champion…

Nothing showcases peak height and high-end like this!”

“Kunlun Mountain is a fresh brand, emerging in 2006 to claim the top spot in domestic high-end drinking water.

Xie Bingran debuted at her peak in 2006, crushing a thirteen-year national record at seventeen—her future is limitless!”

“Mineral water from the icy summit, a cool and powerful young woman…

And fittingly, her name means ‘ice.'”

…

…

He’d said all he needed to convey.

He’d built up all the hype.

Xu Chen said no more and slowly sat back down.

Sun Aimi, beside him, paused and turned with an expression of pure admiration.

She hadn’t been in the industry long but had attended many project reports and pitches.

This was the first time she’d seen one this impressive…

No wonder Renhe’s projects crushed Black Duke.

No wonder they pulled off the Wang Laoshun case.

No wonder Jiaduobao waited an extra month just to hear his plan.

…

…

Chen Jinru was silent for a moment, then turned to Nie Fei:

“Nie, do you know this Xie Bingran? I don’t follow sports much.”

“I’ve been out of the sports circle for a while, so I haven’t kept up much.

But from what I know, Xie Bingran has only competed in the National Games so far. In terms of sports star popularity, she hasn’t hit her peak yet.

After the Asian Games at year-end, if she wins in Asia, she’ll become a nationally famous athlete.

If she makes it to the Olympics, she’d make history for Asians…”

She glanced up at ‘Xie Bingran’s’ name on the projection and smiled:

“This young woman has great image and presence. She’s going to get famous, with tons of fans and buzz!”

Chen Jinru stubbed out his cigarette and suddenly stood up.

He paced a bit, thinking, and muttered:

“Champion, peak… And that ‘ice’ in her name!

Athletes with good physical condition and health…”

Chen Jinru looked at Xu Chen and said with a grin:

“President Xu, that’s brilliant! Really brilliant!”

Nie Fei looked at Xu Chen and added:

“As expected from Teacher Xu Chen—always exceptional!”

Chen Jinru lit another cigarette:

“Plus, she should be cheaper than Chen Daoming or Zhang Yimou, right?”

“Not necessarily; national team stars’ fees can approach those of top celebrities.”

Xu Chen smiled and said:

“So if we’re signing, we need to act fast…”

Chen Jinru thought more:

“As Nie just said, before the Asian Games at year-end, we still have a chance.

But I have one concern…”

Xu Chen stayed quiet, waiting for Chen Jinru to continue.

Chen Jinru: “I’m worried if her success is just a flash in the pan.

Will she actually win at the Asian Games?

If she’s almost guaranteed for gold or silver, we shouldn’t hesitate—sign her now while we can.”

Xu Chen smiled; he had no doubts about Xie Bingran’s performance.

“Next week, there’s a competition in Osaka that Xie Bingran is in. Chen and Fei, you should check it out.”

He added:

“Also, a leader from the Sports Administration handling business deals will be in Osaka next week. If needed, we can arrange an introduction.”

Chen Jinru blinked, sensing something more:

“So, President Xu, you’re connected to Xie Bingran and the Sports Administration leaders…”

Xu Chen: “I have a good personal relationship with Xie Bingran and also know the Sports Administration leader in charge of athletes’ business affairs.”

Chen Jinru suddenly seemed intrigued and said quietly:

“In that case, is there a chance for a personal, private chat with that leader about collaboration?”

Xu Chen hesitated a bit but played it off:

“I can help with an introduction…”

At the same time,

Xu Chen realized that Chen Jinru was likely involved in the shady dealings between Jiaduobao and Guangzhou Pharmaceutical.

…”